INTERNET WORLD, LONDON: The world’s leading online brands, including Google, Yahoo! and Myspace,
have created ‘made-for-mobile’ websites. Users accessing the main URL from their mobile browsers are
redirected automatically to the WAPsite, rather than downloading websites built for PCs.
Full service mobile marketing agency Incentivated today launches two new initiatives to drive traffic to the
mobile web.

First, Incentivated launches its mobile advertising planning, buying and analytics service to drive traffic to
the mobile websites it builds for its clients from traffic on and off portal. Its most visited site to date,

www.jaguarxf.mobi

supports the launch Jaguar’s XF model in the US. The site, built by Incentivated, uses our Phone Capability
Database which comprises over 10,000 models/operating systems to identify the browsing handset and
dynamically reformat the display to ensure optimal viewing on smartphones, iPhones and BlackBerrys; indeed
a special site has been built for the iPhone to take advantage of its unique characteristics. The ad campaign
will serve 60 million mobile banner ads over the 12 month campaign period. To date, the site has attracted
85,000 unique visitors. See separate press release for details.

Second, Incentivated launches its Direct Response product which provides brands with a quick and easy
way to include a mobile call to action to their above the line, direct marketing and sales promotion media plans.
There are two options available. The Traditional Media package allows brands to offer a ‘call back’ and
brochure request service, which invites consumers to send their post code via SMS. The New Media package
allows brands to offer ‘e-brochure’ request which invites consumers to send their email address via SMS, and
WAPsite build, which is handled by Incentivated’s WAPsite publisher tool.

The Direct Response product has been launched to meet growing client demand, and reflects the growing
trend for consumers to use their mobiles to interact with brands. Research from O2 reveals 70% of mobile
users sampled want to access customer information or check availability using their mobiles, 64% want to
locate their nearest store, and 51% want to respond to offline ads via mobile.

23% of mobile users in the UK already access the web on their mobiles, according the Mobile Data
Association.

Jonathan Bass, Managing Director at Incentivated comments: “Wholesale adoption of the mobile internet will
be driven by ease of use. The decision by the world’s leading brands to create made-for-mobile sites
demonstrates that it is not feasible to simply serve up online sites onto the handset. The context, mindset and
functionality of each handset demands a tailored approach. The screen is just too small to jam a full website
into the device. We are committed to offering our clients an end-to-end service: building sites based on the
best technology available, and developing campaigns which drive traffic to these sites and proving realtime
reporting and analytics”.

Enc: Jaguar US press release
Enc: Direct Response product sheet

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For further information:

Robert Thurner, Incentivated 0845 130 3985, Mobile 07793 804419

Notes to Editors

Incentivated works with brands, the public sector and charities to help them communicate with customers
instantly and easily via their mobile phones.

We develop and manage mobile marketing and advertising campaigns and services on local, national
and international levels. We reach people in all corners of the world and in many languages, using text
messaging, mobile internet and all other mobile data formats.

We believe the mobile phone is an intensely private medium. Respecting this principle, our campaigns
provide information that consumers find useful and welcome.
Founded in 2001, Incentivated's fast growing client base includes British Airways, Central Office of
Information, Halifax Bank of Scotland, Hilton Group, Macmillan Cancer Support, Mars, NHS,
Pricewaterhouse Coopers, Scottish Power, Transport for London, Virgin and VisitBritain.
For more information please visit: http://www.incentivated.com